Scrabble

The Concept | Where Worlds Collide
By 2020, Scrabble risked irrelevance – seen as academic rather than fun, losing ground to quicker, smartphone-friendly games. Our challenge: make it relevant again.

The Insight
In a fragmented digital age, people still crave real connection. Scrabble delivers that—every word a glimpse into another person’s world. The idea reframed the board as a stage where identities and passions collide, transforming Scrabble from a test of spelling into a celebration of connection and play.

Results:

• A 1.4-point lift in perception of Scrabble as fun – a result 8% above the EMEA benchmark.

• Video view rates (VVR) over 40%, double the benchmark, and the highest achieved for the brand.

• Ad recall lift of 13.5 points, 2x benchmark.

• And most importantly, double-digit sales growth – outperforming the entire games category at the height of the pandemic.